In the latest take on New York Lottery’s “How Would You Spend It?” campaign, “Small Town” builds off of the original concept of showing how one New Yorker would spend his time if he won Cash4Life’s top prize of $1000 a week for life.

Shot by legendary director Noam Murro, “Small Town” features actual miniature buildings and props to tell the story of how one lucky winner uses his newly afforded time to revisit an old childhood hobby.

Cash4Life is the only draw game from the New York Lottery that offers players a chance to win $1,000 a day for life, giving players an opportunity to dream about how they’d spend their days, not just their dollars, if they won.

“Small Town” will run from 2/15/2018 to 3/31/2018, and is being supported by Cash4Life-specific radio, OOH, print and point of sale materials. The TV spot will be featured across New York State broadcast TV, as well as in cinemas and social media.